I'M FINE

Turning financial paralysis into play.

Role

Lead Product Designer — UX Research, Product Strategy, UI/UX, Character Design Integration.

Target audience

Millennials (25–40) experiencing financial paralysis and distrust toward traditional banking.

The concept

A gamified learning platform featuring Finn, a sarcastic emo mascot who guides users through micro-lessons and quizzes with millennial pop-culture humor.

I'M FINE onboarding: we learned to connect, not to talk about money

01 — The Context & Problem

The Millennial Paradox

“We were promised a prosperous future, but instead, we inherited back-to-back economic crises.”

In Spain, financial education is practically absent from the school curriculum. A generation that came of age during the 2008 crisis, then a pandemic and soaring inflation, was left to navigate savings, debt and investing alone — with little guidance and even less trust in the institutions meant to help.

60%

The Fear Factor

Fear of being scammed or losing money stops them before they start.

80%

Overwhelmed & Inactive

Spend less than 30 min/month managing their finances.

∞

The Abandonment Loop

Users start with good intentions, feel overwhelmed, and quit.

What users told us

I don't know where to start or which products to trust.

I avoid it because it overwhelms me—I just don't know how to begin.

Fear of being scammed and total lack of financial confidence.

02 — Competitive Benchmark

Learning from the field

Direct

FINANZ APP

Financial education app — informative, but content-heavy and low on engagement.

Trading Game

Gamified trading simulator — fun, but narrowly focused on speculation.

Adjacent

Trade Republic

Low-friction investing with a clean UI, but assumes prior knowledge.

Revolut

All-in-one finance super-app; powerful, yet dense for beginners.

Tech & UX References

Duolingo

Streaks, XP and bite-sized lessons that build daily habits.

Apple Fitness

Rings and progress visualization that reward consistency.

03 — The Solution

Meet Finn.

Finn, The Anti-Hero Mascot

A sarcastic emo guide who speaks millennial, defuses anxiety with dark humor and makes money talk feel human.

Duolingo-Style Gamification

Micro-lessons, quizzes, streaks and XP turn learning into a five-minute daily ritual.

Transparent & Frictionless UI

No jargon, no hidden fees, no dark patterns. Clear language and calm visuals that rebuild trust.

Home screen with Finn and progress rings

04 — Key Impact & Takeaways

What changes

Saving
Finance
Investing

Behavioral Shift

From avoidance to action: small daily wins replace financial paralysis with confidence.

Cognitive Ease

Complex concepts broken into digestible, playful steps that reduce overwhelm.

Business Opportunity

An underserved, distrustful audience ready for a brand that finally speaks their language.

Still fine? Try it yourself.

Open the live app ➔